How To Report

The Forrester B2C Marketing Technology Alignment Framework: Vendor Selection

January 30th, 2024
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Martin Gill , Jana Gül , Georgia Caplice , Demi Starks

Summary

B2C marketing executives should apply a disciplined planning and execution process when purchasing new technology. In this report, we define a four-step approach: gathering business and technology requirements, conducting an initial vendor assessment, evaluating vendor proposals, and negotiating the final vendor selection.

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